The founder of LOVE SIGN, an American Sign Language merchandise company, is collaborating with the NFL for a second year in a row for the release of the latest collection of sports apparel featuring ASL.

This unique apparel, which first launched in 2023 as the first licensed collection featuring ASL, has t-shirts and hats featuring the logo and colors of all 32 NFL teams and the ASL handshape sign for the phrase “I Love You.”

Who is the creator of LOVE SIGN?

Alexis Kashar, a deaf civil rights lawyer and entrepreneur, is the founder of LOVE SIGN by RoseBYANDER, a Deaf and female-run organization that features jewelry inspired by Kashar’s beliefs of “love, unity, and belonging” through sign language. 

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Kashar, who comes from a multigenerational Deaf family with a tradition in advocacy and innovation, discovered that advocacy comes from human connection created in mainstream culture through sports and fashion, per the company’s website. 

Last year, Kashar expanded the LOVE SIGN brand into apparel with collaborations with companies like the NFL and the Academy Museum of Motion Films to celebrate inclusion. 

“LOVE SIGN ® is proud to be a part of this collaboration with the NFL to help shine a light on the power of sports to bring people together,” Kashar said in a statement in an NFL release. “By harnessing the power of sports, we elevate awareness of American Sign Language and emphasize the importance of an inclusive society. We are thrilled to be a part of it.”

The NFL is teaming up again with the creator of LOVE SIGN for the latest team apparel featuring American Sign Language (Photo by Justin Kaneps)

The NFL has collaborated with leading advocates like Kashar since 2009 to promote the closed captioning of Super Bowl commercials to ensure access. The apparel is available now and fans can purchase at NFLshop.com.